Neuromarketing Paperback – International Edition, October 14, 2007
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Even those who are reasonably well versed in marketing will recognize these ideas.
The book becomes somewhat useful for the novice or for some one looking for a new lens by which to revisit these ideas.
My main reason for granting on three stars is that it’s a bit dated using aged advertisements to drive home its points. The technology in our world has outpaced every case and that undermines the impact of some of the stories. With a little effort from the reader, you easily imagine modernized examples however.
I’d recommend it as a refresher only.
in brain research suggest that people make EMOTIONAL decisions, which
they later RATIONALIZE" you'll love the lightweight treatment of
the art/science of persuasion put forth in "Neuromarketing".
This book is derivative and lacks a bibliography. It refers to "studies"
with phrases like "a study found" but doesn't tell us when, where,
and who conducted the research and how to find out more about it.
It claims to be based on the latest research yet in refering to source
material mentions such dated sources as Dale Carnegie's book
"How To Win Friends and Influence People," which was published in 1936.
Dale Carnegie is great, but not "the latest breakthroughs in
If you're familiar with some of the core literature on persuasion,
marketing, selling, and especially direct-response marketing -
ie: Cialdini, Hogan, Caples, Ogilvy, and so forth, I don't think
you'll find anything here you're not aware of as relevant factors
in successful marketing. You may, as I did, experience some "duh"
If you're unfamiliar with sales, nlp concepts, and persuasion
you may enjoy this book and have some revelations.
Mostly the authors reframe established stuff in terms of appealing
to "the old brain". Since they offer no specific citations in the
current editions, just a reading list at the end, the notion that
this is somehow a scientific work is dubious. In science writing,
sources are generally cited. Here we get a reading list at the
back. No index. No bibliography.
I don't feel this book lives up to it's book jacket promise:
"Neuromarketing is the only book to combine the latest brain research
with cutting-edge sales, marketing and communication techniques"
If it's so up on the latest brain research, where are the citations?
That said, it's not a lame book. It has some good information in
it, but little in the way of new ideas. Not a waste of time
but not something I'll likely read again.
Top international reviews
I would recommend this to anyone who wants to hone their sales/influencing skills.
I've just re-read it along with a couple of other books on Neuromarketing and I still believe that this is a good place to start. This can become an extremely technical subject but I consider this book to be an easy read.
While it talks about advertising and includes a few fascinating examples, I found that it too often moved into neuro-selling through presentations. That's not a problem if you're thinking about joined up business growth but it may be if you want to focus your reading more on lead generation than lead conversion.
I'd also criticise the book for its lack of references to the underlying research. I'm particularly geeky about marketing and I have access to an academic library so, if something seems particularly interesting or relevant, I like to go back to the original publication to look for additional insights.
When I first read the book, I rated it at 4.5 stars and while I've gone back to it a few times over the years that could justify a move up to 5 stars, this is a fast moving field of research and it's getting a bit old. The contents is still relevant but new findings and applications mean that the authors should either update this book or publish a follow-up.
About my book reviews - I aim to be a tough reviewer because the main cost of a book is not the money to buy it but the time needed to read it and absorb the key messages. 4 stars means this is a good to very good book.
Paul Simister, a business coach who helps business owners who are stuck, get unstuck.
Both Authors have a wealth of experience and unlike some in this field, write in plain english with great examples of the 'Why's' and 'How to's' of using Neuro Marketing.
I would add that once the craze of 'Social Media' Marketing has died off a little , everyone will be talking about and wanting to use 'Neuro-Marketing' and this book alone will pay for itself time and time again, as you will have the inside knowledge above and beyond most others in this field.
Once you've read this and followed the simple guidance, you will be able to deliver more convincing Sales Presentations,close more deals,create more effective marketing strategies and radically improve your ability to influence others.
Buy this book today and get ahead of the game !
More of the same.
sin duda una compra que vale la pena.